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The Palgrave Handbook
of Interactive Marketing
Edited by
Cheng Lu Wang
The Palgrave Handbook of Interactive Marketing
 Cheng Lu Wang
Editor

The Palgrave
Handbook
of Interactive Marketing
Editor
Cheng Lu Wang
University of New Haven
West Haven, CT, USA

ISBN 978-3-031-14960-3 ISBN 978-3-031-14961-0 (eBook)

https://doi.org/10.1007/978-3-031-14961-0

© The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature
Switzerland AG 2023
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 Foreword

I do not like to use Latin words, preferring to write with shorter, blunter
English words whose roots are in Anglo-Saxon or Norse. So it is odd that
we chose the word “interactive” over 30 years ago to sum up a claim about
the future of marketing, that the back-and-forth between marketers and
consumers would define a coming “age of addressability.” 1 And there was
a price to pay for the choice. It gave us an excuse not to think too graphically
about the many ways that the consumer side of market transactions would talk
back to the concentrated power of marketers. I would like in this foreword to
make amends.
But before the atonement, let us acknowledge that this clumsy word, a
melding of Latin’s “inter” and “activus,” has lasted remarkably well. In fact, it
is fair to describe it, as Charles Wang does, as still defining one of marketing’s
fastest growing academic fields. It has led Professor Wang to invite me to write
a foreword to this book. The breadth of this book’s contents amply justifies
the claim that the interactivity theme in marketing is still growing, and indeed
at an accelerating pace. Interactivity is at the core of many frontier market-
making issues, the internet of things, the metaverse, platform business models,
and live streaming, to name just four of the book’s feast of themes.
So in trying to redress the abstractness of the interaction label, I shall
respond to Professor Wang’s kind invitation not with more abstract theo-
rizing on the frontier issues of interactivity in marketing, but instead by
pointing to some concrete interaction phenomena, believing as I do that theo-
rizing should proceed from phenomena (imperfectly understood and slightly
puzzling patterns of fact in the world) to theory.
Consider the phenomenon of the Johnny Depp versus Amber Heard libel
trial. It gave us just such a pattern of fact to puzzle over when legacy media’s
coverage of the trial was beaten by the coverage of “influencers.” The trial was
1 Blattberg, Robert C. and John Deighton (1991), “Interactive Marketing: Exploiting
the Age of Addressability,” Sloan Management Review, 33 (Fall), 5–14.

v
vi FOREWORD

live streamed on cable networks, which should have given them an unbeatable
market share advantage. The cable format of live sessions and breakaways to
commentaries had dominated the marketing of media products such as the OJ
Simpson and Kyle Rittenhouse trials. Refined over decades of broadcasting, it
should have been the way to do trial-as-media-product. And yet it was not. A
relatively new form of packaging, commentary by specialist influencers, won
out. Emily D. Baker, a former Los Angeles County deputy district attorney
who started her online career by unboxing an iPhone, led the assault with
500,000 weekly views. Her podcast, “The Emily Show,” rose to first place on
Apple Podcasts for US entertainment news during the trial, but she was just
one of several direct-to-consumer law pundits who covered the trial. What
advantages did these solo media stars have over legacy media? Beyond their
legal credentials, they were interactive. To simple chat they could add, for
a fee, Super Chat, a feature offered by the YouTube Partner program. It
let viewers win immediate prominence for their questions. They could also
add, for another fee, Super Stickers to decorate their chat stream entries.
The money to be made by selling these premium chat features was nothing
compared to ad revenue (Emily Baker reportedly made $109,000 monthly
during the Depp/Heard trial) but the chance to interact helped build the audi-
ence that advertisers bought. A Los Angeles Times reporter said that at one
moment in the proceedings Baker had about 128,000 live viewers, compared
to 72,000 for LiveNOW, the Fox cable channel’s streaming service and 86,000
for the cable channel ET.2
Twitch is a closely related case in point. Is the bond among esports stars,
commentators, and followers more intense than the bonds found in legacy
media because the chat stream, the real-time responses to the show, became
part of the show?
Physical store retailing is interactive, in a limited sense because stores offer
goods, shoppers respond, and stores respond to the responses. But it fails a
basic test of interactivity over time in that the shopper is anonymous until
after the transaction is over, and not even then if they pay with cash. Shop-
kick and Ibotta are platforms that let store retailing become as interactive as
online retailing. Their apps run on the phones carried by shoppers, and let
brands and retailers manage two-way conversations with identified shoppers.
The merchants give points, known as kicks, for walking into stores, inspecting
products on shelves, and making purchases. Shoppers react by doing what the
apps suggest. The puzzle to be solved is that this kind of offline interaction has
been slower to be accepted than online. Compared to passive loyalty programs,
shoppers are reluctant to take part in the active interaction required to make
the Shopkick and Ibotta apps partners in conversation.

2 Sakoui, Anousha. (2022). “The Amber Heard-Johnny Depp trial has turned this
ex-L.A. prosecutor into a YouTube star”, Los Angeles Times, May 26, 2022. https://
www.latimes.com/entertainment-arts/business/story/2022-05-26/johnny-depp-amber-
heard-trial-youtube-emily-baker.
 FOREWORD vii

Shein, the leading fast fashion brand in the USA, takes interaction in a
new direction. Shein operates as a front end to about 6000 Chinese clothing
factories, promoting their goods to customers in the USA on Tik Tok, Insta-
gram, and email. Where is the interaction? It is in a three-way conversation
between the brand, consumers, and the factories. Shein scours the internet for
clothing ideas, often finding them in the ideas of fashion influencers. It invites
factories to supply small quantities based on these ideas, and if an idea is a
success, invites factories to fill larger orders. Where Zara might ask factories
to fill minimum orders of 2000 items in 30 days, Shein’s first ask may be for
100 products in 10 days. The conversation is conducted not in the medium
of language, but in orders, deliveries, and sales.
Like Shein, Tik Tok itself is interactive in behavior, not messaging. The plat-
form offers a short video to an anonymous viewer. Depending on reaction, the
next video will be similar or different. After several rounds of this interaction,
Tik Tok’s algorithm will have begun to converge on the taste profile of the
viewer with more precision than many algorithms can do by using personal
data to profile the consumer. Of course, Tik Tok viewers may share a persis-
tent identifier such as an email address with Tik Tok, so that new visits can
start with a known profile, but viewers who prefer to be anonymous are at
very little disadvantage.
I promised no theory, but I cannot resist drawing an inductive general-
ization from these concrete cases. It amounts to a definition of interactivity.
An action and a reaction fall short of being an interaction. To be interactive,
three steps are needed. First there is an action, typically by the marketer on
the consumer. It can be a message or a non-verbal provocation like a coupon
or in Shein’s case an invitation to do business. Second there is a reaction. The
second actor, typically the consumer, responds, or fails to respond. Third, the
first actor acts again, in a way that takes account of the second actor’s response
or lack of response. Round three of an interaction is not just a repetition of
round one. The first actor learns. Persistent identity is vital to interactivity
unless, as in Tik Tok, the second actor stays in the relationship. Those cases
aside, a vital characteristic of the topic of this book is the ability of the parties
to recognize each other on subsequent encounters.

Boston, USA John A. Deighton

John A. Deighton is the Harold M. Brierley Professor of Business Administration

Emeritus at Harvard Business School. He specializes in data-driven marketing. His
recent published research includes “The Economic Impact of the Market-Making
Internet.” IAB, 2021 “The Socioeconomic Impact of Internet Tracking,” IAB, 2020,
and “Learning to Become a Taste Expert” (with Katherine LaTour), Journal of
Consumer Research, 2019. His Twitter feed is @HBSmktg.
viii FOREWORD

He is a past editor of the Journal of Consumer Research and the Journal of Interac-
tive Marketing, was Executive Director of the Marketing Science Institute, and was a
Director of the Berkman-Klein Center for Internet and Society at Harvard University.
 Acknowledgements

I would like to extend my sincere gratitude to all authors who contribute to

this handbook meanwhile taking the role as peer reviewers for other chap-
ters. Their collective efforts and commitments make this book possible. I
also appreciate the assistance from Miss Jia Qi Cao, a graduate student from
Asia-Europe Business School at East China Normal University, who provided
tremendous help to communicate with authors and reviewers and to check the
format of each chapter.
My special thanks also go to additional reviewers who provide peer review
service to at least one chapter. Their valuable comments and constructive
suggestions to chapter authors significantly enhance the quality of each chapter
during the iterative revision process. The names of reviewers below are listed
alphabetically.

Dr. Victor A. Barger, University of Wisconsin-Whitewater, USA

Dr. Ana Margarida Barreto, Universidade NOVA de Lisboa—ICNOVA,
Portugal
Dr. Nicky Chang Bi, University of Nebraska at Omaha, USA
Dr. Ricardo Godinho Bilro, ISCTE—Lisbon University Institute, Portugal
Dr. Andrew J. Dahl, University of Wisconsin-Whitewater, USA
Dr. Thi Cam Tu Dinh, Yeungnam University, South Korea
Dr. Antonia Estrella-Ramón, University of Almería, Spain
Dr. Yang Feng, San Diego State University, USA
Dr. Youjiang Gao, Zhejiang University of Finance & Economics, China
Professor Sumeet Gupta, Indian Institute of Management Raipur, India
Dr. Nieves García de Frutos, University of Almería, Spain
Professor Sejin Ha, University of Tennessee, USA
Dr. Muhammad Iskandar Hamzah, Universiti Teknologi MARA, Malaysia
Dr. Tyler Hancock, University of Toledo, USA
Professor Ai-Zhong He, Hunan University, China

ix
x ACKNOWLEDGEMENTS

Mr. Daniel Alejandro Mora Hernandez, Johannes Kepler University Linz,

Austria
Associate professor Hei-Fong Ho, Chang Jung Christian University, Taiwan
Professor Jacob Hornik, Tel Aviv University, Israel
Dr. Sara H. Hsieh, Tunghai University, Taiwan
Dr. Peng Hu, Anhui Agricultural University, China
Professor Minxue Huang, Wuhan University, China
Ms. Xiao Huang, Auburn University, USA
Dr. Fahad Ibrahim, Swansea University, UK
Dr. Krishnan Jeesha, Indian Institute of Management Lucknow, India
Dr. Chunli Ji, Macao Polytechnic University, China
Dr. Ying Jiang, Ontario Tech University, Canada
Dr. Eunsin Joo, Waseda University, Japan
Dr. Do Yuon Kim, Auburn University, USA
Dr. Jung-Hwan Kim, University of South Carolina, USA
Assist. Prof. Dr. Ines Kožuh, University of Maribor, Slovenia
Dr. Soyeon Kwon, Korea University, South Korea
Dr. Yoonjae Lee, Yeungnam University, South Korea
Dr. Crystal T. Lee, Shantou University, China
Professor Gang Li, North China University of Water Resources and Electric
Power, China
Associate Professor Junyun Liao, Jinan University, China
Professor Weng Marc Lim, Swinburne University of Technology, Australia and
Malaysia
Professor Wumei Liu, Lanzhou University, China
Associate Professor Laura Lucia-Palacios, University of Zaragoza, Spain
Dr. Rania B. Mostafa, Al Ain University, UAE
Dr. Kaustav Mukherjee, Coal India Limited, India
Mr. Jani Pavlič, University of Maribor, Slovenia
Dr. Elizabeth Manser Payne, University of South Dakota, USA
Professor Keyoor Purani, Indian Institute of Management Kozhikode, India
Dr. Tareq Rasul, Australian Institute of Business (AIB), Australia
Mr. Mohsin Abdur Rehman, University of Oulu, Finland
Professor Jin Sun, University of International Business and Economics, China
Dr. Kemal Cem Söylemez, Market Development Specialist in Yarin DNS,
Turkey
Dr. Patricia R. Todd, Western Kentucky University, USA
Dr. Tina Tomažič, University of Maribor, Slovenia
Dr. Ahmet Tuğrul Tuğer, Piri Reis University, Turkey
Dr. Kiseol Yang, University of North Texas, USA
Dr. Hye Jin Yoon, University of Georgia, USA
Dr. Ruonan Zhang, Auburn University at Montgomery, USA
 ACKNOWLEDGEMENTS xi

Mr. Robert Zimmermann, University of Applied Sciences Upper Austria,

Austria
Cheng Lu Wang, Ph.D., Editor
 Contents

1 Interactive Marketing is the New Normal 1

Cheng Lu Wang

Part I Advancement of Interactive Marketing: An Overview

2 Evolution of Research in Interactive Marketing:
A Bibliometric and Thematic Review 15
Deepak Verma, Satish Kumar, and Divesh Kumar
3 From Direct Marketing Toward Interactive Marketing:
The Evolving Interactive Marketing Tools 43
Anne Moes, Marieke L. Fransen, Tibert Verhagen,
and Bob Fennis
4 Bridging the Theory and Practice of Digital Marketing
from Interactive Marketing Perspective: A Historical
Review 65
Ayşegül Sağkaya Güngör and Tuğçe Ozansoy Çadırcı
5 Interactive Digital Marketing Mechanisms: The
Significance in Digital Transformation 93
Mona Rashidirad and Hamidreza Shahbaznezhad
6 Empowering Consumers in Interactive Marketing:
Examining the Role of Perceived Control 117
Xiaohan Hu
7 How Brands Drive Electronic Word-of-Mouth
in an Interactive Marketing Environment: An Overview
and Future Research Directions 149
Ya You and Yi He

xiii
xiv CONTENTS

Part II Technology Development and Interactive Marketing

8 Technological Innovations in Interactive Marketing:
Enhancing Customer Experience at the New Retail Age 183
Sahil Singh Jasrotia
9 The Role of Artificial Intelligence in Interactive
Marketing: Improving Customer-Brand Relationship 199
Wajeeha Aslam and Kashif Farhat
10 How Internet of Things Is Shaping Consumer Behavior?
The Interactive Experience Between Customer and Smart
Object 219
Ching-Jui Keng, Hsin-Ying Liu, and Yu-Hsin Chen
11 The Physical Presence and Relationship Distance
for Efficient Consumer–AI-Business Interactions
and Marketing 239
Corina Pelau, Dan-Cristian Dabija, and Daniela Serban
12 Humanizing Chatbots for Interactive Marketing 255
Wan-Hsiu Sunny Tsai and Ching-Hua Chuan
13 Affective Interaction with Technology: The Role
of Virtual Assistants in Interactive Marketing 275
Guillermo Calahorra Candao, Carolina Herrando,
and María José Martín-De Hoyos

Part III Interactivity in the Virtual World

14 Augmented Reality in Interactive Marketing: The
State-Of-The-Art and Emerging Trends 301
Marc Riar, Jakob J. Korbel, Nannan Xi, Sophia Meywirth,
Rüdiger Zarnekow, and Juho Hamari
15 Interactive Marketing with Virtual Commerce Tools:
Purchasing Right Size and Fitted Garment in Fashion
Metaverse 329
Sadia Idrees, Gianpaolo Vignali, and Simeon Gill
16 Virtual Influencer as a Brand Avatar in Interactive
Marketing 353
Alice Audrezet and Bernadett Koles
17 Sentimental Interaction with Virtual Celebrities:
An Assessment from Customer-Generated Content 377
Bình Nghiêm-Phú and Jillian Rae Suter
 CONTENTS xv

18 The Conceptualization of “Presence” in Interactive

Marketing: A Systematic Review of 30 Years of Literature 397
Chen Chen, Xiaohan Hu, and Jacob T. Fisher

Part IV Platform Revolution and Customer Participation

19 The Platform Revolution in Interactive Marketing:
Increasing Customer-Brand Engagement on Social Media
Platforms 433
Zheng Shen
20 When in Rome, Do as the Romans Do: Differences
of Interactive Behaviors Across Social Media Networks 451
Qingjiang Yao
21 Enhancing Customer–Brand Interaction: Customer
Engagement on Brand Pages of Social Networking Sites 475
Zalfa Laili Hamzah and Azean Johari
22 Live Streaming as an Interactive Marketing Media:
Examining Douyin and Its Constructed Value
and Cultural Preference of Consumption in E-commerce 499
Boris L. F. Pun and Anthony Y. H. Fung
23 Interactive Experience of Collaborative Online Shopping:
Real-Time Interaction and Communication 519
Mohammad Rahim Esfidani and Behnam Izadi

Part V E-WOM and Influencer Marketing in the Interactive

Era
24 Reconceptualizing eWOM Communication: An Interactive
Perspective 547
Hongfei Liu and Chanaka Jayawardhena
25 Complaint Handling and Channel Selection
in the Interactive Marketing Era 571
Mariola Palazón and Inés López-López
26 What Do We Know About Influencers on Social Media?
Toward a New Conceptualization and Classification
of Influencers 593
María Sicilia and Manuela López
27 Influencer Marketing: A Triadically Interactive
Relationship Between Influencers, Followers, and Brands 623
Delphine Caruelle
xvi CONTENTS

28 Optimising the Effect of Influencer Marketing: Exploring

Consumers’ Interaction with Different Influencer Types
on Instagram 641
Daniella Ryding, Rosy Boardman, and Rafaella Konstantinou

Part VI Predictive Analytics and Personalized Targeting

29 Applying Predictive Analytics in Interactive Marketing:
How It Influences Customer Perception and Reaction? 667
Maggie Wenjing Liu, Qichao Zhu, Yige Yuan, and Sihan Wu
30 AI-Based Recommendation Systems: The Ultimate
Solution for Market Prediction and Targeting 683
Sandra Habil, Sara El-Deeb, and Noha El-Bassiouny
31 Deep Learning Applications for Interactive Marketing
in the Contemporary Digital Age 705
Billy Yu
32 Personalized Recommendation During Customer
Shopping Journey 729
Shobhana Chandra and Sanjeev Verma
33 Location-Based Proximity Marketing: An Interactive
Marketing Perspective 753
Aida Loussaief, Edward Ying-Lun Cheng,
Marta Yuan-Chen Lin, and Julian Ming-Sung Cheng

Part VII Practical Implications of Interactive Marketing

34 Customer Interactive Experience in Luxury Retailing: The
Application of AI-Enabled Chatbots in the Interactive
Marketing 785
Ni Zeng, Liru Jiang, Gianpaolo Vignali, and Daniella Ryding
35 Engaging and Entertaining Customers: Gamification
in Interactive Marketing 807
Devika Vashisht
36 Interactive Experience of Physical Servicescape and Online
Servicescape: A Review and Future Research 837
Zalfa Laili Hamzah and Muhammad Waqas
37 The Role of Touch, Touchscreens, and Haptic Technology
in Interactive Marketing: Evolution from Physical Touch
to Digital Touch 867
Ying Zhu
 CONTENTS xvii

38 It’s Fun to Play: Emoji Usage in Interactive Marketing

Communication 893
Ruijuan Wu

Part VIII A Necessary Evil? Unintended Consequences of

Interactive Marketing
39 Consumer Incivility in Virtual Spaces: Implications
for Interactive Marketing Research and Practice 917
Denitsa Dineva
40 The Dark Side of Gamification in Interactive Marketing 939
Chitrakshi Bhutani and Abhishek Behl
41 Ethical Considerations in Gamified Interactive Marketing
Praxis 963
Samaan Al-Msallam, Nannan Xi, and Juho Hamari
42 Value Co-creation or Value Co-destruction? the Role
of Negative Emotions in Consumer-Firm Interaction
in the Social Media Platform 987
Moreno Frau, Luca Frigau, Francesca Cabiddu,
and Francesco Mola

Glossary 1013
Index 1037
 Notes on Contributors

Dr. Al-Msallam Samaan is Postdoctoral Fellow in the Gamification Group

at the Faculty of Information Technology and Communication Sciences
at Tampere University. Before joining Tampere University, he worked as
Postdoctoral Researcher at the University of St. Gallen, Switzerland. Dr. Al-
Msallam’s research focuses on studying gamification from the perspective of
marketing and ethics. His research has been published in journals and confer-
ences such as The European Marketing Academy Conference (EMAC) and
Journal of Marketing and Consumer Research. In his prior work, he has inves-
tigated many new marketing phenomena from perspectives of consumer expe-
rience and psychology, for example, aberrant consumer behavior, customer
engagement, and brand loyalty in social media, as well as tourism marketing.
Dr. Al-Msallam taught several courses in Marketing.
Aslam Wajeeha is Lecturer in the Business Administration Department of
IQRA University, Karachi, Pakistan. She is pursuing her doctorate studies
in Marketing from the University of Karachi, Pakistan. She received her
M.Phil. in Marketing from IQRA University and M.Sc. in Mathematics
from the University of Karachi. She has published several research papers in
reputed journals such as in Journal of Interactive Advertising, TQM Journal,
Technology in Society, Kybernetes, International Journal of Green Energy,
and Journal of Internet Commerce. Her research interest includes consumer
behavior, technology adoption, electronic word-of-mouth, and switching
behavior.
Dr. Audrezet Alice is Professor of Marketing at Institut Français de la Mode,
France. With a background in social sciences and humanities (B.Sc. in both
psychology and sociology), she holds an M.Sc. in marketing and a Ph.D. in
management sciences from Paris-Dauphine University. Her research focuses
on social media in society and fashion studies. She published in top inter-
national journals including Journal of Retailing and Consumer Services and

xix
xx NOTES ON CONTRIBUTORS

Journal of Business Research. She currently co-guests editing a special issue on

virtual influencers on the Journal of Business Research. In an effort of science
dissemination, the results of her research are also available in Harvard Busi-
ness Review and various French media sites. She teaches courses related to
her research interests to Bachelor’s and Master’s students and to professional
executives.
Behl Abhishek is Assistant Professor at Management Development Insti-
tute, Gurgaon, India in the area of information technology and analytics.
He has earned his second Ph.D. from the Indian Institute of Technology,
Bombay where his research is in the area of crowdfunding and gamification.
Dr. Behl is a winner of the prestigious “Naik and Rastogi award for excel-
lence in Ph.D.” from IIT Bombay. He holds a rich experience in teaching,
research, and consultancy. He has taught subjects like Business Analytics;
Marketing Analytics; Digital Marketing; Marketing Research. He has also
served as a Senior Manager—Research at Centre for Innovation Incubation
and Entrepreneurship, IIM Ahmedabad. His research is in the area of busi-
ness analytics and decision sciences with a focus on gamification, stakeholder
engagement, sustainability, and e-commerce startups. He is Associate Editor
of the Journal of Global Information Management (ABDC:A) Journal of Cases
on Information Technology (ABDC: C) and an area editor (South Asia) of the
International Journal of Emergency Services (ABDC:C). He features on the
editorial board of many journals like Journal of Global Marketing (ABDC: B);
Journal of Electronic Commerce in Organization (ABDC:B); Young Consumers
(ABDC:B).
Bhutani Chitrakshi is a research scholar, pursuing FPM in marketing at
Fortune Institute of International Business, Delhi, India. She has over 2.5
years of experience, including 1.5 years as a management associate in the
industry. During her corporate stint, she has been invited as a guest speaker
at business schools in India. In academia, she is developing her skills to write
research that creates impact on academics, industry, and society. Her areas of
research include consumer-brand relationships, new-age technologies, digital
platforms, and gamification in marketing. She is currently serving as the peer
reviewer for reputed journals like Journal of Global Information Management
(JGIM), and Information Resources Management Journal (IRMJ).
Dr. Boardman Rosy is Senior Lecturer in Fashion Business at the Depart-
ment of Materials, University of Manchester. Rosy’s research focuses on digital
strategy and innovation in the fashion retail industry. In particular, her research
specializes in e-commerce, digital marketing, and social media marketing,
using eye tracking technology and qualitative research methods. Her interest
is in exploring fashion retail’s current and future developments, focusing on
the digital economy and consumer behavior as well as how technology can
be used to solve issues related to both social and environmental sustainability.
Rosy has published several peer-reviewed academic papers in world-leading
 NOTES ON CONTRIBUTORS xxi

journals as well as books, including Social Commerce: Consumer Behaviour in

Online Environments (Springer, 2019) and Fashion Buying and Merchandising
in a Digital Society (Routledge, 2020).
Cabiddu Francesca is Full Professor at the Department of Economics and
Business, University of Cagliari (Italy). Her research has appeared in Annals of
Tourism Research, Business Horizons, The Service Industries Journal, Industrial
Marketing Management, Journal of Service Research, Tourism Management,
and other academic and applied journals.
Çadırcı Tuğçe Ozansoy has a Ph.D. degree in marketing. She is working as
Assistant Professor of marketing at Yıldız Technical University (YTU), Turkey.
Her main research areas include consumer behavior, digital consumption,
and fashion marketing. Currently, she is lecturing on consumption theory, e-
commerce, digital marketing, consumer behavior, and marketing research at
YTU.
Candao Guillermo Calahorra, M.Sc. is a Ph.D. student in Business Admin-
istration (Marketing) at the University of Zaragoza (Spain) and he coordinates
and produces post-production virtual reality projects within the Horizon 2020
EU Research and Innovation Programme. His research interests are in the
field of emotions, social media, and online consumer behavior. Particularly,
he is focused on the categorization of emotions through different ways of
communication within the Internet.
Dr. Caruelle Delphine is Associate Professor in Marketing at Kristiania
University College (Oslo, Norway). She holds a Ph.D. in Marketing from BI
Norwegian Business School (Oslo, Norway). Dr. Caruelle has presented her
research at international academic conferences such as AMA Winter Academic
Conference, Frontiers in Service, EMAC Doctoral Colloquium, and QUIS
Symposium. Her work has been published in Journal of Business Research. She
won the Liam Glynn Research Scholarship Award in 2018 and was selected as
a finalist for the SERVSIG Best Dissertation Award in 2020.
Ms. Chandra Shobhana is currently a doctoral student in Nitie (National
Institute of Industrial Engg., Mumbai). She has worked for eminent organi-
zations like ICICI Bank, 3M India Ltd, SP Jain Institute of Management and
Research in Marketing & Sales and Administration. In recent past she had
participated in the 8th UN PRME held in 2018. She has published two arti-
cles “Big Data and Sustainable Consumption: A Review and Research Agenda”
and “Personalization in Personalized Marketing: Trends and Ways forward.”
Chen Chen (ORCID: 0000-0003-1013-6932) is a Ph.D. student with inter-
ests focusing on how an immersive environment modulates individuals’ infor-
mation processing and consequently influences their cognitive performance
and decision-making. It turns into three interrelated areas: (1) Identifying
the underlying mechanisms of an immersive experience; (2) Understanding
xxii NOTES ON CONTRIBUTORS

these mechanisms’ cognitive and persuasion outcomes; (3) Exploring how the
characteristics of the immersive environment modify these processes.
Cheng Edward Ying-Lun is currently studying in the Department of Elec-
tronic and Electrical Engineering, University College London, UK. His
current research interests are speech emotional recognition, location detection
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neering. His research has been published in journals such as Journal of Business
Research, among others.
Cheng Julian Ming-Sung is Professor of Marketing in the Business Admin-
istration Department, National Central University, Taiwan. Dr. Cheng is also
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City, Vietnam. His research interests include marketing channels, martech,
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ations and Production Management, Journal of Business Research, Journal of
Advertising Research, and European Journal of Marketing, among others.
Dr. Chen Yu-Hsin is currently Assistant Professor in the Department of Inter-
national Business, Shih Chien University, Taipei, Taiwan. His research focuses
on Internet marketing, customer behavior, and social network services.
Dr. Chuan Ching-Hua is currently Assistant Professor in Interactive Media
at the School of Communication, University of Miami, USA. Dr. Chuan is a
computer scientist who conducts research on human-centered computing and
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gence, machine learning, music information retrieval, audio signal processing,
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Dabija Dan-Cristian is Full Professor and Ph.D. Supervisor at the Depart-
ment of Marketing, Babes, -Bolyai University, Romania. Dr. Dabija success-
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Dineva Denitsa (Ph.D.) is Assistant Professor (Lecturer) in Marketing and
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